Aiming to strengthen its leadership in the flavoured sparkling drink segment, Coca-Cola India has extended the Fanta brand with the nationwide roll- out of Fanta Apple.
The Cola major has brought Genelia D'Souza on board as Fanta's new brand ambassador. "Fanta Apple is targeted at today's youth who are bold, expressive, and constantly on the lookout for creatively shielding themselves from convention," said Venkatesh Kini, vice-president- marketing, Coca-Cola India "Genelia fits the brand persona of Fanta perfectly."
Supported by a rigorous consumer activation campaign, Coca-Cola has undertaken an extensive sampling exercise "to get the consumers hooked," added Kini. The 360-degree marketing communication plan includes an O&M-developed TVC built around the tag line, "Go Bite."
Watch the TVC here:
The communication opens with D'Souza's enjoyable evening at a party getting disturbed by 'matrimonial' aunty who brings in another 'suitable match'. Just then she is offered Fanta Apple which gets her into mischief mode.
In order to scandalize 'matrimonial aunty', D'Souza coyly refers to Fanta Apple, while making the aunty believe that she is talking about the boy who offered it with dialogues such as 'This is new', 'Feel like tasting it' 'Tastes crispy, just like an apple!'. The ad ends with D'Souza signing off saying 'Go Bite!, scaring away the 'aunty'. The TV campaign has been directed by Bauddhayan Mukherji from Little Lamb Films and conceptualized by Ajay Gahlaut, creative head, Ogilvy & Mather, New Delhi.